Dr. Kalpesh KumarKOTADIYA KAUSHIKKUMAR BHARATBHAI20721210082024-01-052024-01-050009https://krishikosh.egranth.ac.in/handle/1/5810205766This study investigates the consumer behavior and competitive landscape of the groundnut vacuum packaging market in Junagadh district. The study aims to measure the impact of vacuum packaging on groundnut, identify factors that differentiate users and non-users, explore brand switching behavior, evaluate competitive advantage and marketing constraints faced by dealers. The research was conducted in seven talukas of Junagadh district, utilizing a multistage sampling technique. A total of 200 farmers and 20 dealers were selected as respondents. The study employs various research methodologies to achieve its objectives. Likert's scale is utilized to assess the impact of vacuum packaging, while discriminant function analysis is employed to identify factors distinguishing users and non-users. Garrett's ranking method is used to evaluate marketing constraints and competitive advantage, and simple tabular analysis is employed to study brand switching behavior. The findings of the study reveal significant factors influencing farmers' purchasing decisions and brand switching behavior regarding vacuum-packed groundnuts. Key factors include brand reputation, affordable pricing, innovation, quality assurance, and product availability. Farmers prioritize cost-effectiveness, brand trust, and familiarity when making purchasing decisions. Factors driving brand switching behavior include quality, improved results, accessibility, peer influence, and positive brand image. Dealers facing the constraints like low profit margin and market competition with the advantages like positive brand image, quality of the product and efficient logistics.EnglishThesis